Jumia customers in Nyanza and Western regions in Kenya will benefit from the Jumia City Penetration program.

This program will grant them access to millions of products on the online platform at a reduced delivery fee, beginning in 2023.

The company plans to expand its reach to rural areas by 15 per cent in the coming year as part of its growth strategy.

Jumia Kenya CEO, Juan Seco made the announcement during the Jumia Awards at the Aspire Center.

Seco said the move, which is good news for its vendors is part of Jumia's growth strategy to reach more customers outside Nairobi 

"As part of our growth strategy, we want to reach more customers outside Nairobi, give them access to millions of products on our platform, and provide a better consumer experience," Seco said.

"This is good news for our vendors, as we also continue to increase the reach of Jumia and expand the customer base they can access when working with us."

The city penetration program aims to speed up the uptake of online shopping upcountry by providing opportunities for vendors countrywide.

Among those awarded for top performing categories included, Vision Plus for Best TV Category Growth, Waanzilish for 2022 Best Fashion Category Growth, Diageo scooped the Beverage Category Leader and Pwani Oil scooped the Best Food Category Growth. Transsion Holdings (Tecno, Infinix, itel) stood out as the Leader in the phone category.

The annual vendor award ceremony was aimed at celebrating Jumia vendors and sharing insights into the next year, 2023.